NEW DISTRIBUTION RESEARCH TOPIC
How can brands grow beyond price competition?
Evidence and cases on product strategy, category innovation, marketing, and channel coordination in China’s consumer market.
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4701 articles · Page 156 of 196
Zhang Xuejun, the Driving Force Behind Six Walnuts: The Seven-Step Formula for Creating a Super Single Product
Zhang Xuejun, chairman of Zhida Tianxia Marketing Consulting Co., Ltd., shares the seven-step formula for creating a super single product, based on his experience with the billion-yuan product Six Walnuts. He emphasizes insight into trends, category innovation, value creation, focus, building momentum, market expansion, and sustained leadership.
张学军New Products, High Promotions, Deep Cooperation, and Large-Scale Logistics: These Four Strategies Helped Him Master the White Liquor Retail Channel (Painstaking Summary, For Reference Only)
This article interviews liquor industry manager Chu Xiaoping, who successfully operated the Anhui RT-Mart system within one year of starting his business. He shares his four key strategies: product optimization, price positioning, targeted promotions, and logistics optimization, providing insights into how to effectively operate supermarket channels in the current market.
张强Top 10 Most Frustrating FMCG Companies of 2016
As 2016 comes to a close, FMCG professionals who have endured a year of frustration are ready to vent. Let's leave all the grievances of 2016 behind and welcome 2017 with joy. The article lists ten companies that faced major troubles, including Unification (sued over the 'Xiaoming' character), Shuanghui (criticized for importing pork), Blue Moon (fluorescent agent controversy), and others.
纳兰醉天Moutai Injects Major Positive Signal into High-End Baijiu Market
At the Moutai 2016 National Distributor Symposium on December 20, Li Baofang, Party Secretary, Vice Chairman, and General Manager of Moutai Group, explicitly stated that the high-end baijiu market would be better next year than this year. He explained his confidence from both macroeconomic and industry perspectives, citing favorable signals from recent central government meetings and industry recovery trends.
邹周High-end Baijiu Prices Surge Before Chinese New Year: Moutai Up Nearly 200 Yuan in Three Months, Feitian Moutai May Reach 1,500 Yuan
High-end baijiu prices are rising as the year-end consumption peak approaches. In Changsha, 53-degree Feitian Moutai has increased by nearly 200 yuan in just three months since the Mid-Autumn Festival, with Wuliangye and other high-end brands also raising prices. Industry insiders predict that the market will continue to improve next year, with Feitian Moutai potentially reaching 1,500 yuan per bottle.
李金How to Be a Regional Sales Manager: Your Company Raises Your Pay, and Your Sales Team Gives You a Thumbs Up!
The article begins with a quote from teacher Huang Runlin: 'I still insist that down-to-earth sales work is a tough and meticulous job. Some people find sales easy, perhaps only because of good timing, good trends, and good luck. If you change places, times, or brands, try again—I don't believe you can still make sales while sitting at home.' Therefore, those who do well in sales now don't need to be proud; maybe it's just luck...
New DistributionDirector Departs, War Horse Arrives, Red Bull China's Fate Uncertain
Twenty years later, China Red Bull's development has hit a bottleneck, and the trademark license may just be the 'last straw.' The difference lies in the outcome: survival or being 'crushed.'
淮纯菊"Consumption Upgrade" Is Here Again—Are You Ready This Time?
Since the reform and opening-up, China has experienced three waves of consumption upgrades: the first in the early reform era boosted light industry and textiles; the second from the late 1980s to the late 1990s drove electronics, steel, and machinery; and the third is currently underway. Industry experts share their insights on what consumption upgrade truly means, and traditional enterprises must adapt by focusing on niche markets, avoiding blind expansion, innovating, and building platforms.
New DistributionTwo Giants Built on Cola Dive into Premium Water: Are Consumers Turning Away from Carbonated Drinks?
In recent years, competition in China's bottled water market, especially in the premium segment, has been intense. Now even PepsiCo, known for its carbonated drinks, has joined the fray, announcing a premium bottled water brand called LIFEWTR for February next year. PepsiCo CEO Indra Nooyi told investors that the company's singular focus on carbonated drinks is a thing of the past, and non-carbonated beverages will become the new growth engine for the beverage market.
New DistributionOmnichannel or Die!
The most concerning and challenging part of traditional enterprises' marketing revolution or transformation is how to transform traditional channels. Traditional channel sales have declined severely, with 56% of mall channels experiencing negative growth compared to the previous year, and 38% of malls seeing declines of over 10%. The answer, according to Shen Zhiyong, is omnichannel: integrating physical channels with PC and mobile internet to create a seamless online-offline marketing model.
沈志勇Top 10 Marketing Keywords of 2016: A Tribute to Marketers Striving in the 'New Normal' of Decline
This article reviews the top 10 marketing keywords of 2016, highlighting marketing highlights in the new normal of decline and helping readers seize market opportunities for 2017.
苗庆显 丁律宇The Key to Solving Wahaha's 10 Major Drags
Wahaha's sales growth slowed significantly in 2016, but the company's assets remain in good condition. Zong Qinghou stated, "I believe that as long as we face the problems squarely and strive to improve, we will be able to reverse the decline." He attributed the sales decline to 10 major reasons, including the negative impact of online rumors, declining sales force, and changing consumer preferences.
伯乐斋What Does the "New Retail" That Jack Ma Talks About Actually Look Like?
The concept of "new retail" has been making headlines recently, with Jack Ma stating that "in the next decade, there will be no e-commerce; only by combining online, offline, and logistics can true new retail be born." This article selects typical innovative brands under the new retail model to examine their retail and marketing models, and predicts future trends in new retail.
New DistributionNew Favorite: Plant-Based Protein Beverage Market Exceeds 10 Billion Yuan
As Chinese consumers become more health-conscious, plant-based protein beverages, traditionally positioned as nourishing, are gaining popularity. Mintel's latest report, "Plant-Based Protein Beverages 2016," shows that coconut juice is one of the fastest-growing subcategories, with 30% of Chinese consumers drinking more in the six months before October 2015, surpassing soy beverages (29%) and grain beverages (26%). Additionally, according to Mintel data, the majority of Chinese consumers (87%) have consumed plant-based protein beverages in the past six months.
New DistributionTen Years Under Uni-President, Why Hasn't Jianlibao Made a Comeback?
Jianlibao's contradictory appeal lies in its advertisements constantly seeking to evoke emotional resonance from the post-80s generation, while the main consumer group of beverages has long become the post-90s and even post-00s. This means that, from a communication perspective, Jianlibao's advertising may have missed its target audience. Twenty years ago, Jianlibao, once ubiquitous on streets and alleys, is now nowhere to be found on more than twenty shelves in the beverage section of a large supermarket. Twenty years ago, in 1996, was Jianlibao's peak, with sales exceeding 5 billion yuan. Twenty years later...
汪晓慧 王雪乔Who Says Physical Stores Are Done? — I Don't Buy It!
For physical stores, these are both the worst of times and the best of times. There's no denying that e-commerce is rampant, and the wave of store closures is more intense than ever. But this is also an era of survival of the fittest: the rise of the middle class, consumption upgrades, and more brand choices mean only quality brands that are more attentive to consumer needs and experiences can win the competition where consumers vote with their wallets. So, in what direction are physical stores transforming and upgrading? This article will deeply analyze the topics you care most about, including transformation directions, operational characteristics, and how to excel at experience.
钟晓莹Wei Chuan Goes All In: "Hello, You're Perverted. Don't Hug Me." How to Play Bottle Marketing?
This article is reposted from Brand Vista (ID: brand-vista) with permission. It discusses Wei Chuan's new "spelling bottle" campaign for its Daily C juice, which features 42 bottle designs with Chinese characters that can be combined to form phrases. The article explores the effectiveness of bottle-based marketing, emphasizing the importance of consumer insight and creativity beyond just packaging.
品牌几何Where Are the Category Boundaries for FMCG B2B Platforms?
There are nearly 2,000 B2B platforms in China, covering various industries and models, but many believe their platforms can solve all problems. However, after a year of visiting and studying various platforms, the author found that B2B, like B2C, has boundaries; not all categories are suitable for B2B, yet most B2B practitioners seem unaware of this.
赵波Zhong Shanshan: For an Orange and Two Juices, Nongfu Spring Has Been Through Life-and-Death Struggles!
On December 8, at a press conference for 17.5° oranges held at its factory in Xinfeng County, Ganzhou, Jiangxi, known as the 'World Orange Township', Nongfu Spring's chairman Zhong Shanshan recounted the painful price the company paid for an orange. He also revealed for the first time why Nongfu Spring launched its first ambient-temperature NFC juice, and announced that Nongfu Spring achieved two firsts: developing the world's first Newhall NFC orange juice and launching the first ambient-temperature NFC juice.
New DistributionWill Good Neighbor's Acquisition of 'Le Conte' Bring Growth or Sickness?
On December 7, Fujian Good Neighbor Food Industry Co., Ltd. acquired COFCO's chocolate subsidiary, Le Conte, for 206 million yuan, including its assets, operations, and brand. The acquisition is seen as a positive move for the domestic chocolate industry, but the future success depends on how Good Neighbor integrates the two companies.
丁忠卫From 60,000 Yuan to 1.9 Billion in Annual Sales, Ranking Fifth Globally, Viewed by P&G as a True Rival, Yet Unknown to the Hurun Rich List!
Zhuang Qichuan transformed a chemical plant started with 60,000 yuan into a leading domestic detergent company with 1.9 billion in annual sales, ranking fifth globally. His company, Nice Group, is considered by P&G as its biggest rival in China, but he remains so low-key that the Hurun Rich List lists him as a 'hidden rich'.
李东阳How Can FMCG B2B Platforms Accurately Define Their Positioning?
Currently, FMCG B2B models can be categorized by developer into manufacturer-led and distributor-led, and by operation mode into closed self-operated and open matchmaking. Analyzing the rationality of a business model requires a full industry chain perspective, considering manufacturers, distributors, logistics providers, and retailers. This article analyzes the development trends of FMCG, identifies defects in current B2B models, and proposes seven directions for building a sound B2B model.
鲍跃忠Doubling Down on Foodservice Channels: Which of the Eight Major Beverage Categories Can Stand Out?
The foodservice channel is highly valued by many beverage categories. From the 'old three' of cola, Sprite, and Minute Maid Pulpy Orange in the 1990s to the current rise of coconut juice and herbal tea, the variety of beverages sold in foodservice is expanding and diversifying. However, each category holds different consumption significance for consumers, so understanding its value is crucial to succeed in this channel. Which categories are suitable for strengthening their presence in foodservice and can secure a place in the current market?
顾鑫Has the Herbal Tea Market Really Gone Cold? Who Owes an Apology?
It seems this winter is no calmer than previous years, nor does it promise the expected warming. In fact, some brands are already shivering at the threshold of winter, deeply chilled. In the herbal tea market, two fiercely competing brands, Wanglaoji and JDB, are seeing further sales declines, indicating the market has truly cooled, with JDB possibly suffering the most. JDB has had a rough month, scurrying around with PR activities to maintain an image of 'doing just fine' and claiming it 'fears no darkness'...
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